Yellow Pages Marketing Advice

What Boise Businesses should ask each New Caller Here is a bad idea.... When times are tough, it is so tempting to look at the budget and say "Well here's a bunch of money!  Problem solved!"  For each of our Idaho Yellow Pages, we set five percent of our revenue aside for advertising.  We could cut that back, but we know from experience that for each dollar of advertising we cut, we could lose up to ten dollars in revenue as a result.   $1 - $10 = -$9 That kind of math would snap anyone back into their senses. However, not all advertising is created equal.  We shift dollars from non-performing ads to performing ads all the time.  How do we know which ads perform?  CALL TRACKING.  If you do not religiously track your calls, then you are leaving that crucial investment up to guesswork.   The Two Questions Just "tracking your calls" is rarely good enough.  HOW you track them makes all the difference.  Case in point:  I had a customer call a few months ago asking to cancel her contract.   "I track all my calls," she assured me, "and hardly any come from the phone book." "How do you track them?" I asked. "I just ask where they heard about us," she explained. This is probably the most common way people track their calls.  Unfortunately, it is also one of the least effective.  People "hear" about your business in all sorts of places, but when they are ready to buy, they need a phone number to call. I challenged her to track her calls in a different way for one week, asking two specific questions:         Are you looking in the phone book right now? And    What page number are you looking at? Are those self-serving questions on our part?  Sure.  But do they work?  Absolutely!  When you ask a direct question, you get a direct answer.  The first question asks where they got your number.  The second asks which phone book and heading they are looking at.  When I talked to her again a week later, she was no longer a skeptic.  Seventy-five percent of her calls came from her ad in our book. There are lots of good ways to track your advertising, but our customers have found these two questions to be more effective than most.  Give them a try this week-you may be surprised! Thanks for your business, and happy tracking!Reed Funny Stuff

Here's a list of things that supposedly were written for Federal employee performance reviews: ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ (1) "Since my last report, this employee has reached rock bottom.....and has started to dig."  (2) "His men would follow him anywhere...but only out of morbid curiosity." (3) "I would not allow this employee to breed."  (4) "This employee is really not so much of a 'has-been', but more of a definite 'won't be'."  (5) "Works well when under constant supervision and cornered like a rat in a trap."~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Pictures of the Week! Impact's new Blue Field! ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ We thought that we'd dress up our lawn for Halloween. You can see a youtube video of it here: http://www.youtube.com/watch?v=fg5dbUNy9dk It's still blue. You can stop by and see it at 1251 N Cole RD. Here's a guy that tries a little too hard.~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Was blocking the punt really worth it? Don't Let this be you!~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Sometimes it makes more sense to ask for help.

Trivia Question ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Who is the player featured on the cover of the Boise 2010 phone directory?  Answer correctly before 11/10 and your name will be entered into a drawing for two free tickets to the BSU-Utah St game! Send answers to info@impactyp.com

Contact Information ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ phone: 208-375-2220 email: info@impactyp.com ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~